Problem How do you educate your audience about a new model of an already well-recognized car? Solution Use OOH formats to create an unexpected identity for the car. Background The MINI Cooper had been in the U.S. market for five years when it launched an all-new version of the car in 2007. This move posed some unique marketing challenges outside of the limited budget, since it wasn’t likely the average consumer would be able to tell the difference between the existing car and the new model. Objective The campaign had three main objectives: 1. Launch the all-new 2007 MINI by creating an entertain- ment and content-driven campaign that would deliver unpar- alleled exhilaration, masculinity and car-culture re- evance. 2. Simultaneously drive buzz, excitement, publicity and viral part

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